The current real estate market has changed dramatically over the last couple of years, especially with the occurrence of the COVID-19 pandemic that changed the industry’s landscape.
To address the changing market behaviours, the internet has become the go-to channel for people to conduct most of their affairs from work, leisure, and anything else that has to do with the market dynamics such as buying and selling.
The situation called for the need to brace the changes and adapting to the demands of the changing market and in the real estate industry, online marketing has become a necessity rather than a novelty concept.
Develop your real estate marketing plan
Before you start getting into the details of your marketing campaigns, you must develop a framework that will serve as your blueprint for success.
The Flywheel
You know what a sales funnel is, but have you ever heard about the Flywheel? It may look the same, but there are stark differences and should give you an idea of why you should incorporate the Flywheel into your marketing framework.
Generally, the sales funnel sees customers as a result or effect of your sales and marketing process. The flywheel, on the other hand, works by taking advantage of the momentum of your customers to drive referrals to generate repeat and new sales to grow your real estate business.
The key elements of the flywheel are to attract customers through marketing, generate sales by constantly engaging your customers, and produce happy customers through your business’s customer service.
To keep the flywheel moving, you must identify touchpoints between your audience and your brand, then devise ways to make your products and services more efficient and ensure they are constantly engaged through your compelling content.
Developing unforgettable experiences
You need to consider there are only two experience outcomes you must be aware of- the good and the bad.
The last thing you’d want to hear from people is how they had a bad experience with your brand, so ensuring that you provide good and positive experiences for your clients is vital to the success of your business.
Give your audience a venue to make them share their views or opinions through their experience with your service. Just make sure that they share it for the right reasons.
This way, people may be able to feel more confident about availing of your real estate services especially when they find that your clients had a memorable experience doing business with you.
Know and understand the buyer’s journey
The buyer’s journey is the process that a customer undergoes from the moment they land on your page up to the time they decide on your product or service.
It is a three-step process that begins with awareness, consideration, and concludes with the decision.
Awareness
This is the stage where buyers are burdened with a problem but are not actively looking for a solution. They, however, are considering looking for answers to it. They begin to understand a challenge they are experiencing and explore content that can educate them regarding their difficulty or problem.
Consideration
This is the following stage where they have specified their challenge and are seeking a resolution. They are evaluating all available solutions that can help solve their problems or challenges. They are less concerned about a company or brand to provide them with solutions.
Decision
This is the final stage where they about to decide based on their research and have evaluated all available solutions. This is the point when they have chosen a brand that can provide them with the best solution. They go deeper into acquainting themselves with the brand they have chosen and why they did so from existing competitors.
Having the right content
The importance of having the best content that is aligned to the buyer’s journey because without it being of value to your audience and potential clients, you end up defeating the purpose of your marketing campaigns.
Your chosen content must be able to educate, add value, and entertain your audience and guide them through the different steps of their journey and the experiences that they expect to get out of it.
Build your community first before attracting customers
Don’t forget that people will not buy from those they do not know or have not established their trust. Start by building your community or network and consider it a priority to get them engaged in your content.
For instance, you can start by introducing yourself and why you are building your network and doing what you are doing. This helps people establish a connection with your brand and associate you with anything that has to do with real estate.
Follow the 80/20 rule where you spend 80% of the time helping and educating your audience and promote offers 20% of the time.
Consolidate and automate
This is where technology comes in because it can surely make things a lot easier to manage your real estate business.
For one, you can have one software that can integrate your CRM, email, and social media campaigns.
If you think you have a lot on your plate, you can consolidate all your digital functions such as marketing and data management and automate it. That way, you may be able to focus on your core business functions.
Understand and take advantage of analytics
You need to know everything about your business, especially if you want to see how you are doing and where your business is headed.
Sadly, many people fail to realise the importance of analytics to help them chart their business path because they are too busy to look into it or do not understand how to leverage it.
Fortunately, it does not have to be complicated and can be kept simple. For instance, you can check out what email subject line got the highest open rate, what social media posts got the most engagement, or how many and what demographic subscribed most to your newsletter.
Take advantage of these marketing blueprint ideas to help you get ahead in your real estate business.